When it comes to social media marketing, we all have questions.
We get asked every single day of different social media marketing ideas that we would suggest for health and wellness business owners to get their business out there!
So what we wanted to do is start from the start.
Beginner level actually.
And start helping you have a strong sound understanding of what social media marketing is really all about.
For example, in the context of business, Investopedia defines social media marketing as “The use of social media websites and social networks to market a company’s products and services. Social media marketing provides companies with a way to reach new customers and engage with existing customers.”
Digital Entrepreneur Jeff Bullas narrows it down to one: “For me, social media marketing refers to the use of social media marketing platforms to identify and connect with key audiences in a meaningful way.”
Influencers to you might be key members of your community or business owners that can speak about your business to their customers who are not a competitor. ie fitness instructors
And author and Entrepreneur Neil Patel condense’s it to this: “Social media marketing is the process of creating content that is tailored to the context of each individual social media platform, in order to drive user engagement and sharing.”
Such profound definitions.
And we all thought social media is just about getting up a profile with our business information on it in the hope someone might find us.
So as with anything business related, especially your social media profiles you must have goals otherwise whats the point of putting.
If you’re not going to be active, spark engagement, increase the number of people who follow you or get back to messages that people have sent you then you may as well skip social media marketing altogether, in fact, you may as well just close up your business now.
To give you an idea, 80% of our traffic at Healthinomics comes from social media market so imagine if we didn’t do it… we would never have been able to be as successful as we are today and neither will you.
Done right, social media marketing can help your wellness business grow for free or with a small budget. It just takes time, patience, action and most importantly consistancy—all of which we will cover in this guide.
Before we do get into it however, I wanted to share with you a few facts about social media marketing and the impact it truly has.
It is estimated that there will be around 2.77 billion social media users around the globe in next two years, up from 2.46 billion by the end of 2017.
To put this into perspective, check these stats out:
- People send over 500 million Tweets per day
- At least 95 million photos and videos have been uploaded to Instagram, and
- Facebook users have liked at least 4.5 billion posts on Facebook
- Facebook is more addicting than cigarettes according to a study
So do you know what these statistics tell us?
That the game is changing in marketing and Social media is emerging as the biggest player.
It’s a big insurmountable giant that isn’t going anywhere and it’s constantly evolving to be relevant all the time.
So suck it up and get your butt into action and learn all you can about social media marketing because the more tools to you have up your sleeve the faster you’ll be growing your business online and watching the customers flood through the doors!
Do I Need to Spend Much on Social Media Marketing?
There are really two sides to social media marketing when we are talking about budget and cost.
Free or Paid.
To give you an idea of what we do at Healthinomics, we started doing everything that would get us the most amount of free traffic as we possibly could. This did, however, require a lot more time which we did without taking a paycheck and just know that we needed to put the groundwork in to build a following before investing any hard earned $$.
I am however a master social media marketing hacker and will do whatever it takes to get free traffic over paid traffic.
Having said that, 12 months later we now paid for Facebook Ads to drive more traffic back to our website so people can get to know who we are and how we can help them.
Now before you have a heart attack over what size budget we must have, well there is no need. It is really only between $500-$1500 per month.
Don’t get me wrong it could certainly be more, but why does it have to be if you are getting the type of return from your investment that is enough to grow your business at a pace that you can handle. And that is the key.
Depending on how big your business is, if you are looking to start paying for Facebooks ads you can really start with as little as $100-$200 per month to see what return on investment you are getting then scale it up or down from there.
But you most certainly want to also focus on generating free social media marketing traffic too by regularly sharing engaging posts to your business page.
And boy do we have thousands of engaging posts that you can download and post to your social media business pages with very little time spent by you.
You might also be thinking at this stage, ‘Well maybe I could just hire someone to do this for me?’. And yes this is true. But just do all your due diligence first and make sure that what your spending you are making back time 3 otherwise it’s just not worth it if you’re a sole practitioner.
To give you an idea of costs there are 2 factors to consider:
* Social Media Management Fee – can be anywhere between $500 – $2000 per month
* Marketing Budget – Starting budget around will most likely be determined by the management agency
If this is not the road for you, then you’ll just have to put in the time to learn it yourself.
Interestingly, in a blog post titled “You Have $100 to Spend on Social Media Marketing, here’s one way to spend it”, Buffer proposes 3 budget plans that break down what you can get if you are willing to spend just a $100 for social media.
To give you an idea, here’s the rundown.
Plan A: The all-in-one social media budget
- Graphics/photos/videos – includes cover photos, profile pictures and visuals you can post on social media. For example, we here at Healthinomics offer $20 / month subscriptions for 20 ready-to-use social media images you can just post every day, five days a week!
- You can partner visuals with videos from Animoto for 22/month. These short videos come with pre-built storyboards.
- Advertising – $40 – Run ads on Facebook or Instagram for several days to experience how this works. When you purchase our $20 p/m subscription you’ll be able to post these to your social media pages and boost them with a small budget to the audience or location that you’ll be targeting. A study by Nanigans, a Facebook marketing partner, found that while Instagram ads cost less for impressions and clicks, Facebook ads have higher click-through rate.
- Social Media Tools – $12-20 You can start using a social media automation tool like SocialOmm.
Plan B: Spend the $100 to educate yourself
(enrol in online courses or buy ebooks)
Plan C: Spend $100 on Paid Promotions
If you are confident with your content marketing and workflows you can just pay for advertisements to boost your brand’s visibility and engagement in top social media channels.
Facebook ads – $40 (Includes reach, interaction, traffic, and leads)
Twitter ads – $40 (Drive website clicks or conversions, get more followers, maximize brand awareness, increase tweet engagements, promote your video
LinkedIn – $20 (sponsor existing content, post text ads, send InMail directly to your target audience)
Which is better: paid or organic reach?
The advantages of paying for social media advertising means less effort on your part to promote and can achieve faster results.
But enjoy the results while it lasts.
Because once you stop paying for the campaign, the traffic will most certain dwindle down to just what the organic traffic you’re getting.
This is why I personally focus on building organic traffic with Healthinomics before paying for ads because this way I’ll always have a stream of traffic coming in with or without paid advertising.
If you’ve made the decision to just spend more then you’ll need to be aware that you’ll be spending money for the lifetime of your business operations because you’ll have nothing to fall back on.
And if you have made the decision to focus on organic social media marketing to start with, then you may want to think about how you are going to drive people to your website with giveaways, offers, email marketing and social media engagement and automation.
All you need to do is be resourceful, smart and consistent.
If there is one thing I want to share with you right now and something I have learned the hard way is; you’ve got to work smart not hard!
So everything you do from now moving forward I want you to ask yourself – “Is this me working smart or hard?”.
Do what you’re good at and pay other people for what they are good at especially if there is a considerable amount of time to will be spent on something that you could pay for and have done relatively quickly that would otherwise take you 10 times + more time.
An example of this is our social media content bundles.
If you were going to do all this work yourself it would take you weeks to get done which is time that your not earning money. This is NOT working smart… It’s just plain hard.
We have had people buy one of our yearly subscriptions, download all the content they want upfront and scheduling it into SocialOmm ready to be posted daily for the ENTIRE year and it just took them a weekend to do.
Ding Ding Ding…. We have a winner… That’s working SMART not hard!
Managing your own social media account does have a ton of advantages:
- You know your brand by heart so you come out more personal and authoritative
- You have a better chance to connect with your audiences
- You get to learn along the way
- Less costly, if you’re that resourceful
At the end of the day, you can do a combination of both but its just about having a plan and getting started.
Choosing Social Media Marketing Platforms
Most small business owners we’ve talked to find themselves intimidated by social media.
Because they feel they need to be active on all platforms.
But let’s take a look at the latest social media statistics from Smart Insights which shows the numbers of active users on the most popular social media platforms.
This way you can see where your best efforts would really be better spent.
When drafting your social media strategy, do your homework based on the above data and your own market research. Then try to answer these key questions:
- Who is my audience? Ok first things first;1. Define your target market.2. Distinguish them by their age, gender, interests, and problems. Reach out to people and write down the details.3. Know what your potential customer’s pain points ie sore shoulders, loss weight for before summer quit smoking etc. The will allow you to be able to speak directly to these potential customers through your advertising with the solution.
This research phase matters because when you know your audience well, only then can you come up with key messages in your social media marketing that resonate with your audience.
- Where is my audience active?
The biggest social media site is Facebook so this is the most logical place to start but there may be online groups and forums where your target market are congregating.
These groups may be on Facebook, LinkedIn, Forum sites like Quora.
The point is that if you don’t know where they are then you are just marketing to a group of people with the hope that someone will click on your link and contact you.
- Which social media sites are right for my niche?
If you know who your audience is, you’ll have an idea where they hang out online. You can tailor your efforts on that particular network.
Say you are marketing your Fitness challenge for teens, do you need to be active on LinkedIn? Probably not.
If you run a spa and your client base are predominantly baby boomers in the area would Tumbler or Pinterest be a successful place to get in front of these customers?
The beauty with Facebook is there are many groups that you could join that have your target market in them and add value to them with the view of introducing your services down the track.
Your time and resources are critical in choosing how many social media profiles you can handle.
Maybe you can start with just one or two then aim to grow your leads there before spending your time and efforts on other social media networks.
There are many social media automation tools that you can use when you want to spread your wings across other social media marketing platforms to make your life easier when you get to that stage.
When you’re not sure which social media platform you should choose, here’s a little more information about each of the platforms which will help you narrow down your decision from there.
With an average of 1.3 billion daily active users, Facebook is the undisputed leader of all social networking sites. You can’t miss your demographics here from doting grandmothers to mischievous teenagers.
What makes Facebook great for business is how much detail you can specify when targeting audience for your ads, from demographics and contact information, down to their favourite TV shows.
With Facebook ads, you can target 45-54 executives in Dallas who regularly go to spas and spend money on apple pies and turmeric lattes. How specific is that?
Remember, Facebook users aren’t just checking out high school crushes and stalking celebrities, each member is connected to pages, groups, events and hopefully your business page when you successfully attract them to you.
Did you know that YouTube holds the title of being the second largest search engine in the world? In fact, YouTube reaches more adults ages 18-34 than any cable network! They do it every day without even trying hard, 100 hours of videos get uploaded every minute.
Youtube is perfect if your wellness business requires you to make videos of yourself ie how-to’s, stretching videos, meditation guides and more because you can store your videos here and promote your videos on your social media pages.
Millions of users subscribe to a channel each day and the number of advertisers using display ads on YouTube has already increased by 1,000% since last year.
While some brands have managed to successfully launch campaigns on YouTube, small marketers with low-budget videos are also racking up views and profits just by uploading simple how-tos.
Whether you are promoting your brand or teaching some cool educational tricks or nutrition explainers it’s worth sharing on YouTube. Go create your own channel and you might end up entertaining yourself in the process.
Information by: NeoMam
Instagram is an effective visual platform for both personal and professional purposes. As of April 2017, Instagram has reached over 700 million active users.
That’s because organic engagement is highest on posts with videos (13.9%) and photos (13.7%) according to HubSpot and Instagram is a combination of both which makes it addicting.
Information by: Forrester Research
Every marketer can argue that Instagram is nearly effective for any type of business as long as you can post high-quality creative visuals like what Wholefoods does regularly. Simple snapshots of their products have earned them millions of followers.
source: whole foods
No matter how small you’re just starting out, you can take a shot at the Instagram Universe with your unique visual perspective especially if you have a Healthinomics subscription and followers to post to.
Sure, we’re all familiar with Google but Google+ for business?
Savvy marketers know that Google+ is a game changer.
Primarily, it’s good for Search Engine Optimization (SEO), personal branding and content sharing.
It’s similar to Facebook where there are niche communities that you can join and start interacting with community members which are very lucrative for business.
But, how good is it really?
Just sharing a blog post on Google+ ranks your keywords higher and is far more likely to appear in search results than in any site you post it.
So if your writing blog content or posting videos that you want to get ranked for in google search for the purpose of SEO, it is 2 thumbs up.
This is when being smart for organic traffic comes in.
That’s because Google ranks their own social network higher than any other websites.
Unfortunately, many health and wellness business owners are not even familiar with Google+. When you all need to do is complete your Google+ profile and Google page with images, company details and build your circles (most of which are already in Gmail, if you happen to have an account).
Of course, you need to post some content too and share them with your other social media accounts for higher rankings and more click-throughs.
source: Healthinomics Google+
Twitter is actually becoming the place for the average user to connect to a brand, with at least 29% of Twitter users being active several times a day.
Do you know why these users even log-on to Twitter?
To connect with the businesses they follow, usually to inquire, lodge a complaint or give a compliment. That is why Twitter is growing more popular as the top option for social customer service.
Don’t get me wrong it does hold some social weight but if you are umming and ahhing about it, then just leave it to the side and come back to it another time.
Posting great content and running contests are great for engaging your followers but if you want a stronger relationship with your clients, you need to be active on Twitter to boost your authority and accessibility.
Whatever your profession is, it won’t hurt to have a profile on LinkedIn. Because LinkedIn is the social platform for professionals, including you.
LinkedIn has a high-quality professional base of now over 500 hundred million users you can connect to.
Many of these professionals could be your target market, and they are connected to other professionals and companies. An extended network of professional connections can only be good for business, especially if you’re audience is B2C.
According to Kissmetrics, Pinterest has the highest revenue per click among any other social sharing network and has become a more popular sharing platform than email. Most importantly, leads from Pinterest have always been dubbed as “high quality”.
Pinterest used to be the number 1 social media platform for women but that claim is now reduced to half which makes Pinterest a gender-balanced social media marketing platform—perfect for any business, brand or company.
How Do I Measure ROI?
A recent social media survey by Oracle shows that only 10% of the businesses surveyed can actually tell if their social media marketing had a positive ROI (Return on Investment).
If we’re spending money on marketing, don’t we want results and returns we can measure and track?
Of course, we do!
Aspirational goals are great, but measurable ones are better, especially when backed with concrete figures.
Also, it’s good to know or explain to a business partner why you need to spend this amount on social media marketing. “Because spending _______ will generate us____, we only need to come up__________”.
Let’s fill up those blanks now.
Just take a look at this simple yet enlightening way to compute for your ROI courtesy of the 60-second marketer:
Sample bullet points: Lawn Care Business
(Just apply the same principle to your health and wellness business)
- Total Marketing Budget for Your Company: $2.8 million
- Amount of Total Budget Allocated for Social Media: $280,000
- Your Customer Lifetime Value: $2,880
- Your Target Customer Acquisition Cost: $288
- Number of New Customers Needed to Generate a Positive ROI: 1,000+
How do we come up with something like this?
Your Customer Lifetime Value (CLV) is the amount of revenue your average customer brings in for your company based on the estimated duration of the engagement.
Example: A typical customer will have 1 x Massage every month @ $75 for 2 years
In the span of 3 years, how much does one customer generate for the company?
That’s $75 per month x 12 months x 2 years = $1,800 = CLV
So if you know that each customer is worth $1,800 to your business how much do you need to spend to get that new customer?
The answer to that is called the Customer Acquisition Cost (CAC) and the rule of thumb is that you allow at least 10% of the CLV for the CAC.
In the above example, 10% of $1,800 is $180.
That’s how much you can spend to acquire one customer. If you can’t allow 10% of the CLV, you can still go lower but with less budget and room to pull it off, it will be much harder to acquire a new customer (unless you’re a tireless genius).
Now that we have our CLV and CLC, let’s figure out how Social Media ROI works.
For the purpose of this example, the marketing budget has been set at $12,000 for the whole year and that should bring in 66 new customers each year. That’s because $12,00 divided by $180 (CAC) is 66.
Then those 66 new customer will then bring you in approx:
$75 (service cost) x 66 (customers) x 12 (months) x 2 (years) = $118,800 – all from a $12,000 marketing budget.
Now that’s all great but to be honest with you, I’d be wanting more customers for my $12,000 investment so you need to be smart about getting more bang for your buck so to speak! But it’s a rough guide to show you how to start working out the numbers.
Social Media Tracking and Reporting
Numbers in social media marketing are beyond likes, shares and comments, though they all matter.
When you have your budget and your goals in place you need to find a way to measure and track them. So you know your campaign strategy is really working.
As health and wellness business owners it’s very important to set SMART goals. Plus, this interesting research says goal setting can significantly improve our efforts and happiness. So, if you want to stay focused, purpose-driven and achieve good results set your goals right.
By the way, SMART really stands for specific, measurable, achievable, realistic and timely goals.
What SMART goals can you set for your social media marketing to achieve your target of 66+ new customers?
Here is a common broad SMART social media campaign goal you can break down:
General Goal: Increase Brand Awareness
Specific: increase brand awareness on your Facebook account among your target market who are 10 miles away from your spa business.
Measurable: Increase fan likes by 20%, increase clicks on your spa-related posts by 10%, target every post to reach at least 500 people.
Achievable: Highly likely
Realistic: Yes, if posts related to your spa business relies on advertising boost by $15 per post specified within 10 miles radius. Consider also offering promotions and games.
Timely: Target goal should be achieved within 3 months
Other common goals you can specify are:
- Increase Website Traffic
- Generate New Leads
- Boost Audience Engagement
- Build a Community
- Build Press Publicity
Use Metrics that Track those Goals
When you’ve specified your goal, understand and choose the metrics you’d like to use for each goal so you can measure them.
First, you need to audit your profiles, set up a baseline set of metrics that will tell you what your statistics were before you started tracking your goal so you can improve them and compare the changes in the future.
Source: Sprout Social
For the general goal of “increase brand awareness” you can use the following metrics on Facebook:
- Fan count
- Page and Post Impressions
- Post Reach
- Link clicks (if you are linking to your company blog)
- Website analytics for Facebook referrals
- Customer direct referrals
You can also set up a “Goal” in Google Analytics so you know when someone directly from your social media accounts converts into a customer.
Evaluate Your Efforts
Maybe you’re closer to achieving your goal or maybe your efforts could use some boost if you’re not satisfied with the results.
The point is, review your metrics and statistics. Then go over your analytics to see which efforts are working.
Maybe you need to increase your Facebook advertising if your posts aren’t reaching more people. Maybe you should change your content to engage the audience better.
Make it a habit to answer this: are your efforts getting you closer to your goals?
Create a Winning Social Media Content Strategy
So now it all boils down to execution. You have your target market and goals in place. You know how important it is to choose your social media platforms. You know how to measure your success!
Now, you ought to know how you can spend your time and resources on social media wisely.
If you want to bring all those goals to life, come up with a powerful content strategy on your chosen social media platforms.
First, here are two basic questions we will try to answer here:
- How often should you post on social media?
- What should you post?
Master the Best Posting Schedule on Social Media
Surprisingly, the frequency of your posts can engage or annoy your audience so be careful about how often you post on social media.
Posting too much can turn off your followers, especially if you share the same thing 100 times a day on all social media platforms. Meanwhile, post too little and you’re risking your brand to be forgotten. It’s best to strike a balance to engage your target market while enforcing brand awareness.
Social media suggested frequency and posting times
Facebook: minimum 1 x per day or at least twice a day to be engaging, with your best posts on Thursday, Friday, Saturday, and Sunday. The best hours are 9 AM, 1 PM and 3 PM.
Twitter: minimum 1 x per day or at least 15 Tweets per day to stand out, with your best posts on Wednesday between 5 and 6 PM.
Pinterest: minimum 1 x per day at least 15 posts per day, so yours won’t get buried down the feed. Saturday is your best days for making audience connections at around 2 PM, 9 PM, 2 AM.
Google+: minimum 1 x per day at least twice a day with your favorite posts on Wednesdays, between 9 and 11 AM.
LinkedIn: One will do. Best posting days are Tuesday, Wednesday, and Thursday. Best posting time: between 7 am and 8 am or 5-6pm in the afternoon.
Instagram: minimum 1- 2 x stunning images per day. Mondays and Thursdays are best times for engagement, all day except at around 3 pm to 4 pm.
The Most Engaging Social Media Posts
Why do people flock to buffets when buffets are much more expensive than menu-based restaurants?
Because we all love variety. The same goes for what audience love to see on our social media accounts: variety.
Include a mix of the following in your social media posting schedule:
- Interesting links
- Informative texts
Whatever you post, accompany it with a high quality, creative or clever visuals to improve engagement.
According to social media examiner, 37% of marketers consider Visuals as their most important content in their social media marketing. Because it is roughly 40 times more likely to get shared than any other types of content.
So you can only imagine how much more successful an offer could be if you added a visual image to it and not just a texted based offer.
Visuals can range from images you can add to your social media posts to tell a vivid and more interesting story or GIFs and MEMEs to spice up your posts and express feelings better.
If you’re not a Photoshop expert or you have no time creating stunning images you can rely on these tools.
Canva is a free tool that makes visual creating and editing a mere drag-and-drop. The site has a huge library of templates with size options available for different social media platforms.
When you have no time to even tinker with tools to edit or come up with something new, here’s the ultimate social media hack: Healthinomics.
The Healthinomics site has an even larger database of ready-to-use images for social media that you can just brand as your own, and share as you please and specific to health and wellness business owners. We create engaging social media content so you don’t have to spend what little precious to you have doing it.
These images go beyond inspirational quotes and stunning photography but are packed with information. Eye-tracking studies show online readers pay close attention to information-carrying images than simple articles on a page!
So once in a while, share a worthy piece of health advice (which we can all use) that is visually packed with creativity and information to engage your audience.
Healthinomics saves you time, offers a lot of freebies and if you choose to subscribe, it won’t cost you much. Trust us, $20 can go a long way to engage your leads or take advantage of our yearly subscription and get 25% off.
Video is great if you’re looking to tell a story or build trust with your followers.
Especially if you are able to come up with an emotionally charged video that can cut thru the clutter.
You can come up with a short video about your health and wellness business that runs for 2-5 minutes or you can showcase simple how-to videos or give valuable information to your customers.
Facebook has already announced that “the best length for a video is whatever length is required to tell a compelling story that engages people, which is likely to vary depending on the story you’re telling.”
You also have the option to go LIVE ON FACEBOOK to emulate the appeal of reality shows. And because Facebook ranks live videos higher in news feeds which is a great way for you to be noticed no matter what you do when you go live.
Videos don’t have to be lavish or big-budgeted but they should come out as authentic, educating or entertaining to go viral.
Interesting Links and Informative Texts
It’s very important to write well on social media. The original content we come up with, including those that we share affect our image and how we are perceived.
So if we want to establish authority, credibility, and professionalism we deliver content that meets the following criteria:
- Must offer audience value (helpful how-tos, entertaining news or other valuable pieces of information)
- Must be clear and concise
- Don’t oversell
Social media marketing is more about connections than pushing sales. It’s okay to promote but find a way to communicate it without sounding pushy and boring.
This is why we created “The Ultimate Social Media Kickstarter Freebie” course so it would give health and wellness business owners the basic tools and knowledge of when to post and what to post.
Final Social Media Marketing Tip: Keep on Learning
We’ve covered the most asked questions on this guide and we’ve also simplified them. Because social media marketing is always changing. There’s always something new and complex things to learn.
Whatever route you choose to go down, remember that there’s no easy way to success, even in social media.
Want to learn more actionable social media marketing and business tips? Check out our latest posts and subscribe to our newsletter so you don’t miss anything.
Stay apart of the social media conversation and join our Marketing for Health & Wellness Professionals Facebook group 🙂
What Is Healthinomics?
Struggling with social media marketing for your health or wellness business? It can be frustrating trying to build your social media presence and convert your followers into clients.
Healthinomics is an easy way to grow your social media following with eye-catching time-saving bundles of ready-made social media images, designed just for health and wellness business owners like you.
Simply download any bundle of social media images, add your logo to brand them as your own, and share the images across all your social media platforms!